Annual Report FY26

PHASE I, OUR FINDINGS

PHASE I, OUR FINDINGS Google Demand Gen Campaign & Audience

Clicks (%) Impressions (%) CTR (%)

Black Travelers Asian American

34.3% 32.8% 32.9%

35.7% 29.4% 34.9%

1.22% 1.41% 1.20%

LGBTQ+

Azira Interstitials Campaign & Audience

Clicks (%) Impressions (%) CTR (%)

Black Travelers Asian American

32.6% 33.9% 33.5%

32.6% 33.7% 33.6%

3.13% 3.14% 3.12%

Photo Credit: Avery Lehman

LGBTQ+

KEY TAKEAWAYS: • Positive engagement across all target audiences, with Asian American travelers showing slightly higher interest on-site. • Campaigns successfully planted the seed for future tailored messaging in drive markets. • Lightkeepers storytelling brings authenticity and a deeper connection with Portland’s diverse communities, setting the stage for Phase 2 and Phase 3 of the Diversity Campaign.

Photo Credit: Nicole Wolf

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